Customers in various industries, including leisure and wellbeing facility members, are increasingly utilising online services for a range of activities, from booking a space in a fitness class to managing their memberships. Leisure and Wellbeing facilities can harness the power of data analytics to enhance operations, provide personalised experiences, and maximise profitability in a competitive market.
What is data analytics in the leisure industry?
Data analytics involves the collection, analysis, and utilisation of data to gain insights and make informed decisions for the improvement of leisure and wellbeing facilities.
These establishments generate vast amounts of data from member registrations, facility usage, loyalty programmes, and social media interactions. Using data analysis allows these businesses to extract valuable insights for operational enhancement and member satisfaction.
For instance, Leisure and Wellbeing facilities can leverage data analytics to understand member attendance patterns for fitness classes and make adjustments to their class timetable to allow for greater attendance options for the most popular class at their facility.
Furthermore, analysis of member feedback, trends, and engagement metrics can inform decisions on programme offerings and facility improvements. This data-driven approach helps Leisure and Wellbeing facilities stay competitive and stand out in a saturated market.
Benefits of data analytics in the leisure industry
Consolidating and analysing data in the leisure industry brings several advantages, enhancing operational efficiency and member satisfaction. According to a study conducted by McKinsey:
“companies who extensively use customer data] are almost three times as likely to generate above-average turnover growth as competitors who evaluate their data only sporadically (i.e., 43 percent of champions manage to do so, compared to only 15 percent of laggards). Return on investment shows roughly the same picture: companies making intensive use of customer analytics are 2.6 times more likely to have a significantly higher ROI than competitors: 45 percent versus 18 percent.”
Data-driven decision-making
Centralised data allows for effective decision-making by providing historical insights and predictive analytics. Leisure and wellbeing facilities can analyse member behaviour, facility usage, and market trends to make informed decisions that enhance the member experience and optimise resource allocation.
You can be confident that any decisions or changes you make to your leisure facility will be successful as they are supported by factual data.
Enhance member experiences
Understanding member preferences and behaviour through data analytics allows leisure and wellbeing facilities to personalise offerings. By collecting data from memberships, facility attendance, and facility interactions, these establishments can tailor programmes, facilities, and services to enhance member satisfaction and loyalty.
Optimise resource management.
Data analytics helps leisure and wellbeing facilities optimise resource allocation by identifying usage patterns and demand trends. This enables them to adjust schedules, staffing levels, and facility offerings to meet member needs, maximising revenue, and operational efficiency. For example, if your leisure facilities were approaching an upgrade or expansion, you can use a data analysis system to determine where best to allocate funds through the usage and feedback of your existing members, without having to dig through and analyse excessive amounts of data yourself.
Customise on-site services.
Analysing data, including geolocation and purchase history, enables leisure and wellbeing facilities to offer customised on-site services that meet members’ preferences. By proactively tailoring experiences, Leisure and Wellbeing facilities can build member loyalty and satisfaction.
Improve marketing strategies
Leisure and wellbeing facilities can use data analytics to develop targeted marketing campaigns. By analysing key performance indicators, organisations can refine their marketing strategies to attract and retain members effectively. For example, after analysing their membership data, a leisure centre may discover that a considerable proportion of their reachable audience is middle-aged women who enjoy fitness classes, they could then adjust their marketing strategy accordingly.
Simplified data management
Effective data governance is essential for reliable and actionable analytics. Consolidating data simplifies management processes, ensuring accuracy and timeliness.
This is particularly crucial for managing personally identifiable information (PII) and adhering to privacy regulations. A unified approach allows leisure and wellbeing facilities to establish clear policies and controls.
Ensuring your member data is stored and displayed in an accessible framework, such as on an online dashboard, helps create a streamlined and easy to use system, making it much simpler for you to find the data you need and use your staff’s time elsewhere.
Identify new offerings.
Tracking trends through data analytics allows leisure and wellbeing facilities to identify gaps in their offerings and potential new services. By analysing customer experience data, organisations can innovate and introduce offerings that cater to evolving member needs.
Discover new member segments.
Embracing data analytics empowers leisure and wellbeing facilities to uncover and target potential new member segments through the analysis of demographic and behavioural data. By employing this method, organisations can broaden their influence and cater to a wider range of audiences, ensuring that their offerings resonate with diverse collections of potential members. This not only enhances inclusivity but also opens opportunities for growth and engagement within the local health and fitness community.
How Xn Leisure can help you make data-driven business decisions.
Our leisure management system is designed to help you efficiently manage all aspects of your leisure facility. Whether you run a gym, a spa, a sports facility, or a recreation centre, our software can streamline your operations, increase your revenue, and improve your customer experience. A part of our comprehensive management systems is the ability to access your data and reporting in a few easy clicks. The flexible data reporting can be customised to your business specific requirements that will be displayed on an easy-to-use dashboard of your business’s key metrics.
